DEVELOPING ANADVERTISING PROGRAM

Informative

Persuasive

Reminder

Reinforcement

Stage in the Product Life Cycle

Market Share

Competition

Advertising Frequency

Product Substitutes

ADVERTISINGELASTICITY

Message

STEPS

MessageGeneration

CreativeDevelopment

SocialResponsibility

Review

Media

Steps Reach, Frequency,

Impact

Media Type

Specific Media Vehicle

Media Timing

Geographical Media

Allocation

MediaSelectio

n

Reach Frequency

Impact

ChoosingMedia Type

Billboards

PublicSpaces

Product Placement

Point of Purchase

Evaluation

Cost Per Thousand Impressions

MediaTiming

Measure

Communication-

Effect Research

Consumer Feedback

TEST

Laboratory Test

Sales-Effect Research

Created by Vignaesh Muthukumaar,

IIT Kanpur, during an internship with

Prof. Sameer Mathur, IIM Lucknow,

www.iiminternship.com